Russian Federation
Given the dominance of marketplaces in the Russian e-commerce market, the effectiveness of a digital trading platform’s marketing strategy increasingly depends on a deep understanding of the heterogeneity of its audience. The article substantiates a segment-oriented approach to developing a marketplace marketing strategy based on consumer behavior analysis. Using the Yandex Market platform as a case, three key audience segments are identified and characterized –– new users, regular customers and price-sensitive consumers –– differing in their dominant motives, purchase frequency and product preferences. Based on a secondary analysis of industry empirical data, the shortcomings of the platform’s current marketing strategy are systematized, and targeted measures are proposed for each of them. A forecast comparative assessment of key indicators before and after the implementation of the proposed measures is presented, confirming the potential for improving the platform’s market position. The object of the study is the consumer behavior of Yandex Market users, and the subject is the specifics of motivation and purchasing practices within the identified audience segments. The scientific novelty lies in substantiating a differentiated marketing strategy that links the identified behavioral profiles of the segments with specific managerial decisions of the platform.
marketing strategy, consumer behavior, marketplace, Yandex Market, e-commerce, segmentation, loyalty program
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